Experienced Trainer

I have a long record of creating and delivering training sessions to help you understand your audiences, their importance to you and how to open up to their needs and aspirations – plus a range of workshops focussed on specific communications skills.

I can deliver sessions via umbrella training organisations (such as the Independent Theatre Council, Museum development federations, Royal College of Arts, Crafts Central, Government Knowledge, The Arts Marketing Association and others). Or you can commission me to tailor bespoke versions for a single organisation – for example to get your whole senior management team on the same page.

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Exploring Arts Marketing and Communications

Full-day course.
Aim: To understand the role of effective marketing and communications for your organisation. Discover the range of audiences, skills, techniques and channels available, and how to prioritise them. This lively course encourages you to approach communications for audience development in a more professional and effective way, and from a customer-focused viewpoint. Explore why your audience might be interested in what you have to offer, which are the best messages to use and whether your audiences will hear your message.
Who is it for? For people new to marketing and communications or those currently carrying out the role who need a more secure grounding for their skills. Also for people interested in moving into marketing and communications careers and anyone looking to set up a new arts company of any type.

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Audience Development De-mystified

Full-day course.
Aim: For many organisations, audience development sits somewhere between marketing your services or activities, education, public events and outreach. Audience development is about understanding who engages with you and what you do (and why), who doesn’t – and why – and what steps you can take to reach out to those people you’d like to see coming along or connecting with you. It’s about how best to connect with them and how best to make sure what you do appeals to them.
Who is it for? For people new to audience development responsibilities or those currently carrying out the role who need a more secure grounding for their skills. Also for those interested in developing the strategic vision for their organisation and who want to understand where audience development adds to the long-term sustainability of their work.

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Bespoke Audience and Communications Review

Full-day, half-day or multiple sessions.
Aim: Bringing cross-depatement teams, senior management or other stakeholders together to explore the position of the audience in their strategic development.
Who is it for? Senior management teams, cross-department teams or whole-organisation teams seeking to develop and explore organisation change together.

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Creating a Digital PR Strategy

Full-day course.
Aim: Press and PR has changed rapidly in just a few years. With digital channels and digital means of communicating with traditional press outlets, the speed at which press people must work has increased. And the number of channels and outlets they must oversee  has grown. And social media brings the role closer to the marketing role. This course aims to take you through understanding objectives, who to influence to achieve them, and the tools and channels to influence those people.
Who is it for? For people with strategic responsibility for their organisation (artistic directors, chief executives, general managers and others) and those with senior press and PR roles. Also for those seeking to move into more senior positions within Press and PR.

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Press and Marketing Basecamp

Full-day course.
Aim: To give arts and design students of all disciplines a grounding in the contribution good communications should make to their career ambitions; and to supply detailed, practical ‘how-to’s’ that will help you avoid common mistakes.  It will ensure you communicate your work in a more professional, planned way and integrate it into your overall workload, understand press viewpoints and needs, and maximise the chances of gaining a living from your art.
Who is it for? For fine art, design, fashion, applied art, photography etc students and postgraduate students who are approaching your final year – as well as recent alumni newly established as practitioners.

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Communicating Strategically

Full-day course.
Aim: To support senior managers in understanding how effective communications contributes to overall viability, and how you can boost the impact of communications staff. To explore influencing skills towards stakeholders. Approach your communications, whether for marketing, audience development, press and critical review, fundraising or stakeholder engagement in a more integrated, strategic way.
Who is it for? For senior managers of arts organisations (artistic directors, chief executives, general managers and others) who do not have a communications or marketing background but who have overall responsibility for those areas and the staff working in them.

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On-going Communications Mentoring

Bespoke sessions as required.
Aim: To help participants of previous workshops and seminars apply what they have learned to their own, live situation, on a one-to-one basis. Take the opportunity of thought-provoking, friendly and expert support to encourage you to approach your organisation’s communication needs and your own personal development, allowing time for reflection and application.
Who is it for? For people who have attended any of the other communications workshops or seminars and who want to ensure full value from their training, by embedding the techniques learned in a supported environment over an agreed period of time. Non-participants who want to revisit their skills could also apply.

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Practicing Press Releases

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific press and PR skills of: • Understanding press motivation. • Researching the marketplace and readerships. • Writing press releases. • Organising photo shoots, press visits, etc. • Understanding press needs, timescales, technical image requirements etc. • Building up and maintaining press relationships. • Dealing with bloggers and social media as an element of press.
Who is it for? For people new to press and communications responsibilities or those already in post who need a more secure grounding for the specific skills and techniques relating to press and PR work.

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Practicing Print Media and Advertising

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific marketing skills of: • What makes good print copy and how to adjust it to market segments. • Printers’ jargon-busting. • Technical issues around design and images. • Organising print distribution. • How to assess advertising value. • Advertisers’ jargon-busting. • How to monitor Return on Investment.
Who is it for? For people new to print media and advertising responsibilities or those already in post who need a more secure grounding for the specific skills and techniques.

Practicing Social Media Strategy

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific marketing skills of: • Deciding the role of online/ social media for your communications mix. • What a website should do. • Who these channels are used by – and how. • Latest tips and best practice around online / social media. • Online jargon-busting. • Monitoring impact and Return on Investment.
Who is it for? For people new to social media strategy or those already in post who need a more secure grounding for the specific skills and techniques.

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Working with Audience Segments

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific marketing skills of: • Understand the different segmentation models available. • Understand what information is needed to segment your own audiences. • Explore customised segmentations for individual organisations. • Understand how to apply segmentation insights to practical marketing and communications actions – language, offer, channel etc. • Using existing segmentation insights to find potential audiences.
Who is it for? For people new to audience segmentation ideas or those currently working with audiences who need deeper insights and a more creative framework for their work, that audience segmentation can provide.

Practicing Community Marketing and Engagement

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific marketing skills of: • The difference between marketing to and engagement with the community. • Who your ‘community’ is. • How community marketing differs from traditional marketing. • The range of communications channels available within communities. • Differing engagement techniques and reasons to employ them. • Concepts of authenticity, trust and consistency.
Who is it for? For people new to marketing and communications or those who need deeper understanding of how to benefit from community involvement.

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Practicing Monitoring, Evaluating and Applying Learning

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific marketing skills of: • Understand the importance of embedding monitoring and evaluation. • Explore simple and more complex processes. • Discuss the importance of using feedback from multiple sources. • Practice interrogating results and identifying lessons, using sample case studies. • Explore ways to look for improvements to future action.
Who is it for? For those who need specific grounding in the skills and techniques of learning from past actions.

Practicing Working with Schools

Half-day seminar.
Seminar outline: The seminar will enable you to learn and practice specific marketing skills of: • Understand the importance of embedding monitoring and evaluation. • Explore simple and more complex processes. • Discuss the importance of using feedback from multiple sources. • Practice interrogating results and identifying lessons, using sample case studies. • Explore ways to look for improvements to future action.
Who is it for? For people new to education, outreach and communications responsibilities or those currently carrying out the role who need a more secure grounding for the specific skills and techniques for promoting their work.

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